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Building Your Digital Audience: Five Key Questions
Part 2 in the series – A Roadmap to Digital Enablement for EBP
Apr 14, 2025
This three-part blog series is revisiting highlights from an EBP Master Class webinar, Achieve Digital Excellence Through Connected, Personalized Experiences. The first post provided an overview of healthcare provider (HCP) preferences and the building blocks of effective digital enablement. In this post, we’re zeroing in on five questions every emerging biopharma (EBP) should think about addressing when crafting a strategy for delivering connected, personalized experiences for healthcare providers (HCPs).
Question 1: Who’s your ideal audience?
This is a central question—whom you need to target through your omnichannel strategy. Think about your audience as a series of concentric circles:
- The innermost circle will be composed of key opinion leaders (KOLs) and digital opinion leaders (DOLs). Leverage data and analysis of key opinion leaders’ scientific activity to understand who’s publishing, where they’re publishing, and what they’re writing about. From there, identify relevant DOLs—that is, individuals who are actively writing about your therapeutic category on social media. Dig into the DOLs to understand who has a significant number of followers and who’s wielding a lot of influence online.
- For the next ring, broaden your aperture to explore whom these KOLs and DOLs are influencing. Who’s reading social and/or scientific content on topics relevant to your therapeutic area and product? What are these other providers searching for and reading about? Tap into a platform that produces these types of insights across some 7,000 medical websites.
- For the third ring, overlay clinical data about who is diagnosing the relevant condition(s) and prescribing treatments (your product or competitive offerings). This data provides further insights about whom to target.
- Finally, the outermost circle will be a “catch all” of any healthcare providers (HCPs) practicing in the specialty.
Question 2: What channels should you use?
With your targets established, the next challenge is assessing where you’re likely to have the most impact, which targets respond to which channels, and the kinds of messages they respond to. Use these insights to initiate your digital engagement—and then fine-tune based on measurement and feedback.
Throughout a campaign cycle, segmentation is likely to change. Your channel strategy should, too. Keep improving and refining as you see what’s resonating—making sure to deploy the right content on the best channel for each audience segment.
Leverage available data for pre-market shaping, launch, and ongoing refinement. Consider using data outside your target segments, too, as you may discover a need to broaden your reach.
Question 3: If budget is highly constrained, where should you start?
EBP and precommercial organizations need HCPs to drive influence and disseminate messaging. By identifying providers who are most likely to drive information in the market, you can put limited dollars to work in low-cost channels where they will go the furthest. Again, use data to predict where you’re likely to have the most impact.
Additionally, there may be opportunities to think outside the box on targeting—surfacing who’s showing interest and then pursuing them more aggressively. Consider, for example, broader care teams who are often under-targeted and may have untapped influence. Or, based on the market you’re entering, it may make sense to invest first in a strong core of channels and then expand based on where healthcare providers (HCPs) are doing research and seeking education. In either case, reference data can help connect these dots.
Question 4: When should you consider pivoting and focusing investment on direct-to-consumer (DTC) audiences?
The answer to this question will vary by your therapeutic area, market, and goals. Both unbranded and DTC outreach are important, and you need coordination across HCPs and patients. Historically, organizations have waited three to six months after launch to initiate DTC engagement. Now IQVIA is seeing the timing accelerate a bit. Organizations are pursuing patients earlier in the process because digital engagement has accelerated HCP education.
Question 5: How can you leverage peer-to-peer relationships of opinion leaders to help disseminate information?
Whether forging a new market or entering a crowded one, you need your message to be discussed by as many people as possible. For very scientifically important KOLs, it may make sense to invest in a field force for personal promotion. At the same time, map the relevant DOLs and emerging DOLs, and start building relationships with them. Monitor this engagement over time, tracking impact and how much your message is being heard. Remember: having even a handful of key people in the market can make a significant influence.
The third and final blog in this series will cover the challenges of measuring omnichannel performance.